'It's not what you'd term normal smoking': a qualitative exploration of language used to describe heated tobacco product use and associated user identity.

"DECLARATION OF INTERESTS A.M. is a National Institute for Health Research (NIHR) Senior Investigator. The views expressed in this article are those of the authors and not necessarily those of the NIHR or the Department of Health and Social Care. All other authors have no conflict of interest to declare."

"Funding information Funding for the study was provided by Cancer Research UK Tobacco Advisory Group (CRUK C51836/A25751). Supplementary funding for the analyses and write‐up of this paper was received from the National Cancer Institute (P01‐CA200512). KE is the recipient of Fellowship funding from the UK Society for the Study of Addiction (SSA). Funding information Society for the Study of Addiction, Grant/Award Number: Fellowship; Cancer Research UK, Grant/Award Number: C51836/A25751; National Cancer Institute, Grant/Award Number: P01‐CA200512; UK Society for the Study of Addiction"